As Jewish Family & Child Services 150th anniversary year came to a close, it was time to get to work on the 2019 Annual Campaign.

As a creative professional, having as much insight into a topic is often key to finding just the right campaign concept. In this instance, familiarity with the Jewish community and having shared references led to a concept that would bring a smile to

JF&CS donors receiving the mailing. “Nu?” which translates as “Well?” with a Jewish flavour and reminicent for many of nosy yet well-meaning older relatives asking indiscreet personal questions, as in “Nu? When are you going to give me a grandchild?”. Using a little girl as the face of the campaign turns the joke on its head and speaks to the future.